Kao Corporation is marking a significant milestone in its expansion within the Asian luxury fragrance market with the introduction of Molton Brown in Indonesia. The brand’s first flagship store opened on December 22 at Ciputra World Surabaya, a premium shopping destination in the country’s second-largest city. Kao Debuts Molton Brown in Indonesia with Its First Flagship Store in Surabaya, signaling a key move in the company’s broader strategy to grow its premium market presence.
This launch is part of Kao’s Global Sharp Top Strategy, which aims to establish leadership in high-value market segments by offering luxury and premium products. Kao Debuts Molton Brown in Indonesia with Its First Flagship Store in Surabaya as a way to further bolster the company’s focus on the rapidly growing categories of premium and luxury beauty and personal care products. The flagship store’s opening is a testament to this strategic direction, showcasing Molton Brown’s distinctive brand offerings.
Molton Brown, a luxury British brand founded in 1971, has earned a reputation for its high-quality fragrances, bath, body, and home products. Each product is meticulously crafted in England in a dedicated factory on the outskirts of London. Located within the Ciputra World Surabaya Mall, the 70-square-meter store is designed to immerse customers in a multi-sensory experience, showcasing Molton Brown’s signature fragrances and premium offerings.
One of the key features of the store is The Fragrance Playground, an innovative area that incorporates augmented reality (AR) technology. This interactive space allows customers to explore fragrance ingredients and engage in a hands-on learning experience. In addition, the store highlights Molton Brown’s “Artists of Note” campaign, an artistic collaboration that reflects the brand’s “fragrance-first” philosophy, offering a fresh interpretation of iconic scents through the eyes of British creators. Kao Debuts Molton Brown in Indonesia with Its First Flagship Store in Surabaya, and this cutting-edge store experience is designed to captivate and educate customers, deepening their connection to the Molton Brown brand.
As part of its broader strategy, Molton Brown plans to expand its presence in Indonesia by collaborating with luxury hotels in Bali, incorporating its premium products into their amenities. This move aligns with the brand’s omnichannel strategy, which integrates retail, e-commerce, and travel retail. Molton Brown’s expansion in the Asia-Pacific region is gaining momentum, with recent launches in Malaysia, Hong Kong, and Macao, as well as upcoming entries into Singapore and Thailand.
With the launch of Molton Brown in Surabaya, Kao continues to strengthen its prestige portfolio, which includes other luxury brands like Sensai, Kanebo, Suqqu, and Curél, among others. The opening of the flagship store in Indonesia is just one of the many steps in Kao’s ongoing strategy to dominate the luxury beauty market across the region.
